It's mentioned in "Yes! 50 Scientifically Proven Ways to be Persuasive"[1], which despite the title, is a really interesting book. The Freakonomics blog quotes

It's mentioned in "Yes! 50 Scientifically Proven Ways to be Persuasive"[1], which despite the title, is a really interesting book. The Freakonomics blog quotes it here: http://freakonomics.com/2009/04/24/yes-part-ii/ http://freakonomics.com/2009/04/24/yes-part-ii/ referencing this paper "Why Susie Sells Seashells by the Seashore: Implicit Egotism and Life Decisions" http://www.stat.columbia.edu/~gelman/stuff_for_blog/susie.pdf http://www.stat.columbia.edu/~gelman/stuff_for_blog/susie.pd... [1]http://www.amazon.com/Yes-Scientifically-Proven-Ways-Persuasive/dp/1416570969 http://www.amazon.com/Yes-Scientifically-Proven-Ways-Persuas...